Businesses can learn social media lessons by watching politicians

The way political candidates interact with voters has changed drastically (and vice versa) in the past decade.

Pundits often point to President Obama’s 2008 campaign as a watershed moment. It marked the first “social media” presidential election. The campaign deftly used Facebook, Twitter and mobile apps to spread its message instantaneously, rally voters, take donations, create buzz and fuel the grass-roots nature of the campaign.

Business owners would be wise to take a page out of the political playbook when it comes to using social media. The lessons learned are universal for all people and all business.

There are no two ways about it: The intersection of politics and social media has become an integral part of the political process, and we are less than a month away from an election with social media written all over it. A candidate must effectively use Facebook, Twitter, mobile and blogs to contact voters and get them to vote on Election Day, just as a business must do the same to mobilize (potential) customers to turn out and spend money.

The numbers: Obama has more than 20 million Twitter followers and tops 29 million Facebook fans. Mitt Romney has 1.3 million Twitter followers and more than 8 million Facebook fans. We’ll let others draw conclusions, but the fact remains that Americans are paying attention to the candidates, who should be doing the same.

Do you happen to know the most tweeted event ever in U.S. politics? It was the first Romney-Obama debate: 10.3 million tweets in 90 minutes.

The key to harnessing this energy and making it work? Necessary adjustments must be made on the fly.

We no longer wait until the “morning after” to debate the debate at the company water cooler; that was being done instantaneously via Twitter and Facebook. The campaigns had to react quickly and tailor post-debate responses and messaging based on this real-time feedback.

In fact, it didn’t take long for Big Bird to get his (her?) Twitter handle in response to comments made during the debate. If you’re running a Facebook ad for your business and the results are underwhelming, change it! You might play with the reach demographics, alter the featured image or even change the text.

The political implications of social media (Twitter in particular) cannot be underestimated. This year has seen Internet access completely squashed by countries in an effort to curb political uprising and unrest. Why? It’s a way to control message, limit information to and from outsiders, and squelch opposition. During times of rebellion, oppressors do not want like-minded individuals and groups to find one another, communicate, organize and participate as a like-minded force. Twitter let the opposition circumvent government controls and government-controlled media quite effectively.

This is certainly a dynamic for businesses and marketers to study. As we’ve pointed out in previous columns, the masses can help or hurt your reputation; it’s how you deal with it that matters.

Voters and consumers now know that social media is a means to facilitating a two-way conversation in consumer products as well as politics. The expectation of real-time and relevant dialogue is emerging, whether end-users are voters or consumers. The days of politicians or CEOs engaging in “push” marketing are over. Push marketing is nothing more than cramming a message down the recipient’s throat. No dialogue. No asking. “I talk, you listen.”

Today’s dynamic: You, the consumer, spoke; I listened; now let’s have a conversation about your wants, needs and expectations.

Want to be viewed as out of touch, condescending and irrelevant? Be that politician or businessman who ignores the two-way communication that social media fosters. Savvy consumers (and voters) expect — and demand —this sort of relationship.

Social media may function as a sort of equalizer in politics and business. In politics, these level playing fields allow for more accessibility, connection and networking for the common constituent. A constituent has the ability to have a political discussion that is person-to-person and person-to-group with an unlimited audience.

Hold on to your hats. The next month will be interesting. Pay attention to how the candidates reach out to YOU. Mobile apps, SMS texting, blogs, Facebook, YouTube and Twitter all will be used extensively. And don’t forget about traditional methods such as radio, TV and print advertising.

Make notes on what you like. What attracted your attention? Did you feel more secure donating using a website’s donation portal as opposed to donating via text?

You can apply some of what you learned in this election to your business. Perhaps CEOs should hold the equivalent of town hall meetings with consumers. This instills a sense of ownership and endorsement — one campaign tactic that proved so successful for Obama in 2008.

CHECK BACK: After the election, Social Media Matters will revisit the role social media played in the vote.